We are very proud of our empirical focus, because it makes us humble – we realize that most of the time, we don’t know up-front what customers want. ??The feedback from testing quickly sets us straight, and helps make sure that our efforts are really focused at optimizing the things that make a difference in the customer experience.

If I had to summarize our learnings in three words: “simple trumps complete.”

I wish we (people with websites we support) were humble. We could learn a whole lot…